AIGA BMORE
Industry
Nonprofit
Service
Brand Development, Website Redesign, & Print Design
Client
American Institute of Graphic Arts (AIGA) Baltimore Chapter
Visit Website
AIGA advances design as a professional craft, strategic advantage, and vital cultural force. As the largest community of design advocates, we bring together practitioners, enthusiasts, and patrons to amplify the voice of design and create the vision for a collective future. We define global standards and ethical practices, guide design education, enhance professional development, and make powerful tools and resources accessible to all. Together we champion design that strengthens our profession, elevates our communities, and leads positive change.
The Problem
While AIGA Baltimore’s current website provides valuable information about its programs, events, and mission, the overall user experience is fragmented and outdated. Visitors often struggle to find key information such as upcoming events, membership opportunities, and community initiatives, resulting in missed engagement opportunities. The website’s design no longer reflects the vibrancy, inclusivity, and creativity of Baltimore’s design community, nor does it effectively communicate AIGA’s evolving mission at the local level. The website must evolve to support a seamless, accessible, and inspiring experience that strengthens brand identity, fosters community engagement, and expands awareness of the organization’s impact.
The Objectives
Grow our followers on our social media platforms
Make it easier for users to join AIGA Baltimore, register for events, signup for our newsletter, join our slack community or volunteer.
Grow our our donor base
Align the site’s look and feel with AIGA’s national brand guidelines while reflecting Baltimore’s unique creative community
Update messaging to reflect current programming, initiatives, and community impact.Position the chapter as a vibrant, active hub for design in the region—appealing to sponsors, partners, educators, & designers.
Highlight opportunities for collaboration, mentorship, and education.
Actions The Website Redesign Needs To Support
Donate to help support AIGA Baltimore to provide free to low-cost events and workshops and to book and fund expert speakers, workshop facilitators, and engaging experiences for the Baltimore design community.
Attend an event or workshop to share knowledge, learn skills, and tap into the ever changing industry of design and creativity.
Become a volunteer to support moving your local design community forward. Form great connections that can help advance your own career path and make new friends in your industry.
Explore AIGA's resources to help advance the future of design within our communities, among our members, in small businesses and corporations, in educational institutions, and for individuals
Join our creative community by subscribing to AIGA Baltimore's newsletter or joining our slack workspace. Stay informed about upcoming events or networking opportunities.
Project Discovery
During the discovery phase I worked with the AIGA Baltimore's board members to solidify the website objectives, record feedback from our local design community and volunteers, and conducted tree-testing using site maps from our old website's information architecture. We held multiple meetings confirming timelines for the design team, development team, and communication teams, rollout announcement schedules, print production schedules, Q&A, and hand-offs. The project discovery phase resulted in a Project Brief, establishing our Objectives, Audience, Design Strategy, Style guide, and Content Strategy.
Our Design Process
Mood board - 1 round of design
Sitemap - 2 rounds of design
Low fidelity wireframes - 2 rounds of design
High fidelity wireframes - 2 rounds of design
Marketing Materials
Business Card - Print
8ft Table Cloth - Print
Retractable Banner - Print
4 Flyer designs - Print
Newsletter Template – Digital
The Outcome
The website redesign has recently been launched and therefore I have not received enough web data to reflect results. However, during 2025 BMORE Design Week, AIGA Baltimore received 2 sponsorship offers from Fedrigoni (Mohawk Paper) & Neenah Paper & 1 collaboration offer with Black Women Stitch. Note: Design changes have been made since this launched in 2025.
My Thoughts
Taking on multiple roles as AIGA Baltimore’s President, Lead UX/UI Designer, and Co–Project Manager during the website redesign was both challenging and deeply fulfilling. Juggling these responsibilities taught me how essential clear and open communication is, especially when working across different departments and teams. I made it a priority to hold alignment meetings where everyone could connect, share updates, and understand each other’s roles—it really helped build trust and momentum. Reviewing and approving all printed and digital materials gave me a sense of pride in seeing our new style guide come to life and represent our chapter’s identity more cohesively. Through this experience, I learned how to delegate more confidently, manage conflicts with empathy, and offer feedback that motivates rather than discourages. It was a true growth moment for me as both a leader and a designer.
